Did you know that two-thirds of personal care products claiming to be “natural” are not? Let me put this another way: a product labeled “natural” could contain as low as zero percent natural ingredients. ZERO. That’s just not … natural!
Luckily, the Natural Products Association (NPA), the nation’s largest and oldest non-profit organization dedicated to the natural products industry, is doing something about it. Working with manufacturers, suppliers, retailers and the personal care industry, they have created The Natural Standard. The Natural Seal will be awarded to products which use organic, biodegradable ingredients and environmentally sensitive packaging. Not only must the product contain a minimum of 95% organic ingredients, the ingredients must come from a purposeful, renewable/plentiful source found in nature (flora, fauna, mineral), What I really like about The Natural Seal: a minimum of 60% of a brand’s products must meet the associations standards in order for the brand to be accredited.
“People want natural products because they are good for them and good for our environment,” said Debra Short, president of the Natural Products Association. “But anyone could claim their product was ‘natural,’ even if it had 100 percent synthetic or petroleum-based. That wasn’t fair to consumers or to companies who make truly natural products, and this seal will help end all that confusion.”
For more about NPA’s certification program, click here.
For a list of companies certified “Natural” by the NPA, click here.
The certification is currently limited to health and beauty products, but the NPA may address the term “natural” as applied to other products, such as foods, in the future. So, buyer beware, when it comes to “natural” in other products. I recommend you read the ingredients. If you see an ingredient you don’t recognize, take a second and look it up on the internet.